lecture 1 Flashcards
consumer decision process model choice series
- need recognition
- search for alternatives
- pre-purchase evaluation of alternatives
- purchase
- consumption
- post-consumption evaluation
- disposal
what is a need
gap/discrepancy between your actual and your desired state
things that can increase your desired state
- life stage changes
- new tastes
- new technologies
what is internal information search
retrieval from memory
what consists of external information search (add example)
- marketer sources (advertising)
- non-marketer sources (WOM)
what are the 2 different searches
- Heuristic search
- Systematic search
What is heuristic search
- ad hoc, intuitive
- less risk
- low level of involvement
- more knowledge
- less time
What is systematic search
- organized, effortful
- high risk
- high level of involvement
- less knowledge
- more time
Perception
exposure > attention > interpretation
laws of marketing
- For a customer to choose brand A, brand A must be considered.
- For a customer to choose brand A, the customer must fail to consider a brand he/she likes better than brand A.
consideration of options
- universal set (all possible options
- awareness set (options one is aware of)
- evoked set (options one can recall)
- consideration set (options one will consider)
When will you stop searching for alternatives
If you found a brand you like
evaluation of alternatives means
there are different evaluation criteria when buying a product
When does LPS stand for and we engage in LPS?
It stands for limited problem solving. You engage in LPS when:
- limited importance of product (low risk)
- limited time/resources
- similarity of alternatives
Purchase decisions on:
- purchase timing (immediate or delayed)
- mode of purchase (online, store)
- place/store
- quantity
